Chibba, Michael and Luiz, John M (2021) The convergence of business and economics principles. World Economics, 22 (3). pp. 141-156. ISSN 1468-1838

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Abstract

How did Starbucks grow from its origins as a purveyor of roasted coffee beans to its ubiquitous presence, in a few decades, as the leading global coffee chain? What are the business and economics principles of its phenomenal growth? The firm’s rise rests on the mantra and guiding belief that doing good is good for business, as this promotes trust (an emerging economic concept) in the Starbucks brand. Drawing from practice-based observations made over many years, and accompanying analysis, we sketch the ten pillars of Starbucks’s impressive success. Finally, this article delineates the linkages to behavioural economics.

Item Type:	Article
Keywords:	International business strategy
Schools and Departments:	University of Sussex Business School > Strategy and Marketing
Research Centres and Groups:	International Business
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail trade
Depositing User:	John Luiz
Date Deposited:	13 Sep 2021 11:41
Last Modified:	10 Nov 2021 08:00
URI:	http://sro.sussex.ac.uk/id/eprint/101632

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